Gemma Atkinson in Need for Speed 3some

Here's the serious games-related part of this news story: 3 is giving away Need for Speed ProStreet with the Sony Ericsson W910i Walkman phone.

It's the motion-sensing version, so you steer by tilting the phone left and right. 3 launched the giveaway with a gaming tournament at its Islington store, with the winner getting a trip to Tokyo.

Right, here's the non-serious part of this news story: Gemma Atkinson helped launch the competition while – and we quote from the press release – "looking stunning in her racy grid girl outfit".

Any connection between this, and the fact that the W910i has a 'Shake It' feature that lets users with firm wrist-control change songs simply by shaking the handset, is entirely co-incidental.

Really.